Meet the Team: Stacey Middlewood

Supporting Start-Ups with Experience, Understanding and Practical Advice

For many people, taking the first step towards starting a business can feel overwhelming. From navigating regulations and writing business plans to balancing family commitments and overcoming personal barriers, every entrepreneur’s journey is different.
That’s something Stacey Middlewood understands better than most.

As a Business Advisor with Invest East Yorkshire, she has spent the last seven years supporting pre-start and early-stage businesses, helping people turn promising ideas into viable business. Recognising, effective business support isn’t about following a standard process – it’s about understanding the individual behind the business idea.

“One of the things I enjoy most is speaking to a client for the first time,” says Stacey. “It’s when I get to hear about their hopes, ambitions and what motivates them to explore their business idea further. Every conversation is different, and that’s what makes the role so rewarding.”

Every Business Owner Has a Different Story

Before joining Invest East Yorkshire, she built a varied career spanning employability, regeneration and programme development. After completing a BA (Hons) in English and an MBA, she began her career with Jobcentre Plus, supporting lone parents and people facing long-term barriers to employment, before moving into regeneration, where she designed and commissioned programmes to improve skills, employment opportunities and business engagement. These experiences shaped the collaborative, practical approach she brings to supporting businesses today.

Rather than offering a one-size-fits-all approach, Stacey takes time to listen, understand each client’s circumstances and develop personalised action plans that reflect their goals, strengths and challenges.

“Sometimes clients need practical guidance, sometimes they need confidence building, and sometimes they simply need someone to help them navigate the next step. My role is to understand what support is needed and tailor it accordingly.”
This people-first approach has become even more important in recent years as Stacey has developed a deeper understanding of neurodiversity and the importance of the environment in which the entrepreneurs work.
“Over the last few years, I’ve recognised that many of my clients face challenges that aren’t always visible. It’s made me reflect on how I deliver support and what I can do to ensure our services are accessible and effective for everyone.”

Supporting People, Not Just Businesses

Over the years, Stacey has worked with entrepreneurs from a wide range of backgrounds, each bringing their own ambitions, experiences and challenges.

Some clients are balancing family responsibilities alongside launching a business. Others may be navigating financial pressures, confidence issues or additional learning needs. Increasingly, Stacey has found herself supporting individuals who are neurodivergent and may require a different approach to traditional business advice.

“Not everyone learns, processes information or communicates in the same way,” says Stacey. “Part of my role is understanding what works best for each individual and adapting my support accordingly.”

Whether that’s breaking down complex processes into manageable steps, spending additional time discussing barriers to progress, or simply being a listening ear when things become overwhelming, Stacey believes effective business support starts with understanding the person first.

One of Stacey’s clients recently shared the following feedback after receiving support to develop and grow their business:
“A huge thank you to you, Stacey, as without your help filling forms in and things like that, my dyslexic brain would not have been able to do or cope with half of the grant application, let alone getting it to the point of submitting it and having the amazing outcome we have from you guys.

For Stacey, feedback like this reinforces why a tailored approach matters. “It’s easy to focus solely on the business idea, but behind every start-up is a person trying to achieve something important to them. When you take time to try and understand that person, you can provide much more meaningful support.”

Whether she’s helping someone develop a business plan, access funding or simply build confidence in their next steps, Stacey’s focus remains the same: providing support that is tailored to the individual and their circumstances.

Advice for Aspiring Entrepreneurs

Having worked with hundreds of start-ups, she says one of the biggest mistakes she sees is not carrying out enough market research.

“People often have passion and great skills, but they don’t always spend enough time understanding the market they’re entering. Researching competitors, understanding customer demand and creating a robust business plan can make a real difference between success or failure.

That’s why she encourages anyone considering self-employment to attend Invest East Yorkshire’s workshops, particularly Is Starting a Business Right for Me? and Business Planning, both of which she delivers.

Finding Solutions Together

What keeps her motivated after so many years is the opportunity to help people overcome challenges and find solutions.
“We’re sometimes limited by funding, eligibility or programme requirements, but I enjoy exploring different ways we can support clients. Often, with a deeper conversation, we can identify opportunities or approaches that weren’t obvious at the start.”

Every entrepreneur brings their own experiences, ambitions and obstacles, and by understanding those individual circumstances, she helps ensure that each client receives the guidance and support that’s right for them.

Whether you’re at the idea stage or taking your first steps in business, Stacey’s message is simple: you don’t have to do it alone.

Find out more about the support available and how we can work with you: Click Here

Meet the Team: Harry Booth

Helping Businesses Plan for Growth and Navigate Challenges

For many business owners, running a business means constantly making decisions. Some are straightforward, while others can shape the future of the business for years to come.

Helping business owners make informed decisions is something Harry Booth is passionate about.

As a Business Advisor with Invest East Yorkshire, Harry works with businesses of all sizes and stages, supporting them to overcome challenges, identify opportunities and plan for sustainable growth. Drawing on a background in risk management and his own experience as a business owner, Harry combines strategic thinking with practical advice that helps businesses move forward with confidence.

“Every business faces challenges,” says Harry. “The key is understanding what those challenges are, identifying the risks and opportunities, and putting a plan in place that helps the business achieve its goals.”

An Unconventional Route into Business Support

Harry’s career journey hasn’t followed a traditional path.

After studying Criminology at Durham University, specialising in war crimes and modern slavery, he originally planned to pursue a military career and joined the Army Reserves while studying.

However, after reflecting on the realities of military life, Harry decided to explore alternative career paths and discovered risk management – a profession that appealed to his analytical mindset and problem-solving skills.

After gaining experience as a Business Analyst and qualifying in Enterprise Risk Management through the Institute of Risk Management, Harry joined East Riding of Yorkshire Council as a Risk Management Officer. There, he helped establish a new risk management function from the ground up, working with teams across the organisation to identify risks, develop strategies and support informed decision-making.

It was an experience that would later prove invaluable in his current role.

Supporting Businesses to Realise Their Potential

Today, Harry works with SMEs across the East Riding, acting as a key account manager and trusted adviser.

His role involves getting to know each business, understanding its ambitions and challenges, and helping owners access the support, expertise and opportunities that will make the biggest difference.

Whether that’s developing business plans, creating financial forecasts, identifying funding opportunities or connecting businesses with specialist support, Harry’s focus is always on helping businesses build strong foundations for future growth.

One business Harry has worked with over several years approached Invest East Yorkshire following a difficult trading period. Despite having innovative products, a strong reputation and a clear vision, the business was struggling to achieve the growth it was capable of delivering.

Working closely with the owner and alongside colleagues within the team, Harry helped develop a detailed business plan and financial forecast that provided structure, accountability and a clear roadmap for growth.

The process encouraged the business owner to step back from the day-to-day pressures of running the company and focus on longer-term strategic goals. Through careful planning, improved systems, investment in marketing and operational improvements, the business was able to create jobs, modernise its operations and unlock new opportunities for growth.

For Harry, experiences like this demonstrate the value of having someone alongside you to challenge assumptions, provide perspective and help turn ideas into actionable plans.

“Business owners often carry a huge amount of responsibility on their own. Sometimes having someone to challenge your thinking, ask difficult questions and help you stay focused on your goals can make a real difference.”

Bringing First-Hand Business Experience

Alongside his role with Invest East Yorkshire, Harry has spent the last four years running his own sports event promotion business.

That experience has given him valuable insight into the realities of entrepreneurship and helps him relate to many of the challenges faced by the businesses he supports.

“I understand the pressures that come with running a business because I’ve experienced them myself. I’ve had successes and I’ve made mistakes. Both are part of the journey.”

This first-hand experience allows Harry to bring practical understanding as well as professional expertise to his advisory role.

“It can sometimes feel like you’re expected to have all the answers as a business owner, but nobody gets everything right first time. One of the biggest benefits of accessing business support is having someone in your corner who can help you avoid common pitfalls and make more informed decisions.”

Advice for Business Owners

If Harry could offer one piece of advice to aspiring entrepreneurs, it would be simple: be honest with yourself.

Whether it’s understanding your strengths and weaknesses, assessing your available time, or recognising where you need additional support, self-awareness is one of the most valuable tools a business owner can possess.

“Being honest about what you’re good at and where you need help allows you to make better decisions. It helps you focus on what you do best while bringing in support where it’s needed.”

Solving Problems and Creating Opportunities

The part of the job Harry enjoys most is helping businesses solve problems.

From workforce challenges and operational issues to growth ambitions and strategic planning, he enjoys working alongside business owners to identify practical solutions and uncover opportunities they may not have considered.

He is also a strong advocate for collaboration and networking, believing that businesses can often achieve more by working together, sharing knowledge and supporting one another.

“Businesses don’t have to figure everything out on their own. Sometimes the best ideas, opportunities and solutions come from conversations with other business owners who have faced similar challenges.”

Supporting Businesses at Every Stage

No two days are the same for Harry. One day might involve helping a start-up shape its business idea, while the next could see him supporting an established company to scale, recruit staff or access funding.

It’s this variety, and the opportunity to make a genuine difference to local businesses, that continues to motivate him.

Whether supporting a new entrepreneur taking their first steps or helping an established business unlock its next stage of growth, Harry’s approach remains the same: understand the business, understand the challenges, and help create a plan for success.

If you’re a business based in the East Riding and looking for support—whether you’re just starting out or looking to grow—we’re here to help.

Find out more about the support available and how we can work with you: Click Here